A tight-binding model is introduced to describe the strong interaction limi
t of excitonic ordering. At stoichiometry, the model reduces in the strong-
coupling limit to a pseudospin model with approximate U(4) symmetry. Excito
nic order appears in the pseudospin model as in-plane pseudomagnetism. The
U(4) symmetry unifies all possible singlet and tripler order parameters des
cribing such states. Superexchange, Hunds-rule coupling, and other perturba
tions act as anisotropies splitting the U(4) manifold, ultimately stabilizi
ng a paramagnetic tripler state. The tendency to ferromagnetism with doping
(observed experimentally in the hexaborides is explained as a spin-flip tr
ansition to a different orientation of the U(4) order parameter. The physic
al mechanism favoring such a reorientation is the enhanced coherence land h
ence lower kinetic energy) of the doped electrons in a ferromagnetic backgr
ound relative to the paramagnet. A discussion of the physical meaning of va
rious excitonic states and their experimental consequences is also provided
.